Branding is essentially about creating an identity for your brand so that you can better sell yourself. A good brand is able to attract great numbers and this has always shaped lifestyles. In the age of slo-mo, post-pandemic, with changed values and aspirations brands are doing a U-turn to pick up on these trends.
We all think of branding as the creation of visual communication entities to influence people to get attracted to a brand. IKEA changed the way we see furniture, encouraging us to buy knock-down-kits in flat packages to assemble at home. Starbucks let us take a coffee on the go, and many others followed suit in the 1990s. And then, because of the changed concept of coffeehouses, coffee mugs were reinvented, and so were the insides of automobiles with cup holders next to the driver’s seat. And now the reverse is happening — lifestyles are shaping brands.
We all noticed the great appreciation for the slow life, ordinary activities and interest perking up in making a cup of chai or baking a loaf of bread in the wake of the pandemic. The many constraints imposed on people across the world has pushed brands to reinvent themselves, responding to these lifestyle changes. Here’s our pick.
Revenge Travel
We could not go out and had to stay in. And now, ‘Revenge travel’ is in the groove. Because of the complexities of traveling abroad — long hours on the plane, wait for the vaccine, and multiple stop-overs and paperwork — domestic travel has seen a spurt. Lesser-known hospitality businesses are tapping into new opportunities, encouraging consumers to travel locally. Oyo just launched a video campaign promoting local travel, with a quirky Indian twist. Travelers are called to venture out to ‘safe’ destinations, especially islands like the Maldives and Andamans, which are offering attractive reduced rates at popular resorts.
Hospitality in our home country may start to see an uprise, as well as more luxurious and convenient stays. Brands will capitalise on online reviews and word-of-mouth to promote their offerings.
Healthy hour
In India, most importantly the pandemic has accelerated our consciousness for fitness and health. “Immunity” is the catch word. A Google report 'What is India searching for: Insights for Brands' tells us that searches for herbs with medicinal properties like giloy (controls blood glucose levels) increased over 380% and Ayurvedic remedies like Kadha over 90% in India. The efficacy of Indian spices and condiments, from turmeric and asafetida to ginger and cardamom find a place beyond the kitchen shelf. As the fear of Covid intensified, the majority of Indians rushed to procure Ayurveda formulations over allopathic supplements. As per a survey conducted by Pronto Consult 92% billing at medical outlets were immunity boosters and products containing honey, ginger, amla and tulsi. Many brands, both Indian and international responded, by adding immunity boosters to their product mix: Amul launched Haldi and Tulsi Milk, Dabur launched immunity-boosting green tea.
Ayurvedic remedies and Indian formulations will see a new era with recognition of what our centuries-old sciences can offer over allopathy. As also fitness mantras. Brands for healthier living will begin to redefine our landscape.
Passionprenuers
Many rekindled their passions during the lockdown periods: people painted after years, food enthusiasts were highly active on their social handles with well-presented dishes, many experimented with novel ideas, which they had put aside all their lives. Since we all had time to appreciate what these people were doing, it boosted their confidence. With the rise of unemployment, work from home setups allowed people to pursue their passion as a mainstream career, which would have been very unlikely in the usual times. What’s interesting is these newbizzs started operating from social media channels such as YouTube, Instagram, Facebook and Tiktok.
Individual entrepreneurs, from gourmet food services to art workshops could be now supported by new services from these social giants redefining how small brands can make it in the market.
Express Food Culture
With the rise of ‘delivery first’ concepts as people want to eat in their safe den and enjoy food without any fear, new restaurant models have been shooting up, going forward without seating arrangement and running with just kitchens. This can give rise to a ‘express food culture’ cutting down the time to access fresh meals, delivering in minimum time and also encouraging low investment and resource-optimized business creating a win-win for both consumers and market players.
Get-togethers with close knit groups of people and catered or express gourmet meals will be on the rise and brands will need to cater to a renewed fine dining at home experience.
Comfortism
As people are well accustomed to working with comfy attires and snuggly footwear, now there is no turning back as in the stay-at-home phase of loungewear has become the protagonist of fashion. As sales boosted, many brands quickly identified the wave: Biba launched its first range of sleepwear, Amazon and Myntra added comfort wear as a section and stores like Shoppers Stop and Mark & Spencers registered substantial increase of sale majorly for categories like leisurewear, comfortwear, loungewear and sleepwear.
A new style statement with comfort wear may well see a happy new trend, with masks continuing to be part of our everyday attire.
The new culture-in-making in the post-pandemic phase could be a blessing in disguise for brands that act fast and ride the new wave.
Written by Sujatha Shankar Kumar & Sukanya Panda
Edited by Sujatha Shankar Kumar
Cover illustration by Era Namjoshi
Further reads: